One of the interesting stories for me in the last week was the announcement by P&G that it will be spending more on TV advertising in the coming year. Interesting because we’ve all been reading about the rise of facebook advertising and how TV ads are becoming less relevant as viewership goes down.
Facebook advertising is highly targeted. We know that. The thing is, brands like P&G , which have mass appeal, get better returns and responses from more generalized targeting. Their Febreeze air freshener for example, achieved greater sales when they targeted anyone over the age of 18, not just pet owners and families which Facebook is able to do.
So there is still a definite need for some brands to target anyone at anytime and not just 18 year olds, living in Birmingham who support Wolverhampton Wanderers and eat pepperoni pizza on their way home from the match at 7 o’clock on a Saturday.
TV advertising is not done yet.